Manager, Editorial at DIRECTVNovember 2013 - May 2016

DIRECTV is one of the world's leading providers of digital television with more than 32 million customers. After the company was purchased by AT&T, my role expanded to include editorial ownership over significant portions of both directv.com and att.com.

• Messaged customer segments about special offers, feature updates, network disputes or service upgrades. Via display ads and other tactics that drive to directv.com or att.com where users can take action

• Ideated and executed award-winning, end-to-end digital campaigns for DIRECTV, its properties and sub-brands. These included entertainment services like NFL Sunday Ticket, B2B services like DIRECTV ad sales, and experiences like streaming TV on the DIRECTV Everywhere app

• Redesigned email templates and messaging for a specific DIRECTV segment, reducing user churn to the lowest number in six years

• Responsible for the DIRECTV voice and style, fortifying the company's brand and leadership position in the pay TV market. (DIRECTV has more than double the number or subscribers of the second-largest provider)

Freelance Copywriter and Creative DirectorJuly 2013 - Present

Happy clients include some of the world’s most recognizable music brands and disruptive tech startups. As diverse as my clients are, the services I provided are more so — from clear creative direction and pitch-perfect copywriting to end-to-end campaign strategy.

Creative Manager at Line 6August 2010 - July 2012

Copywriter at Line 6September 2007 - August 2010

Line 6 is a leading music technology company. Their innovative products revolutionized the way musicians record and perform music. My work contributed to their most memorable campaigns, profitable years and eventual purchase by Yamaha Musical Instruments.

• Accountable for the success of all advertising and marketing materials in all channels

• Created precise end-to-end strategies, product positions and marketing materials that often resulted in #1-selling products in saturated categories, beating competitive products by Marshall, Fender and other heritage music brands

• Assembled and managed the multi-disciplinary team of writers, designers and web developers responsible for executing successful print and digital campaigns

• Led a full redesign of line6.com, which included simplified navigation, improved product discovery, reduced bounce rates, and doubled site visits YoY

• Accountable for CRM, including growth of the email opt-in database, which ballooned 25% YOY while maintaining higher-than-average email KPIs

• Developed a superhuman ability to distill complex product features into their most compelling user benefits

Freelance Writer at The Phelps Group Creative AgencyJune 2007 - September 2007

Phelps Group is an award-winning creative agency with truly forward-thinking philosophies and methodologies regarding integrated marketing.

• Worked on Panasonic, Petco, Aramark and CarMD

• Projects included national and regional campaigns, print, digital, outdoor and direct mail — from pun-tastic headlines to long-form lifestyle copy and compelling calls to action

• Partnered with creative director, art director and account managers to ideate and execute national campaigns

Copywriter at Macy'sNovember 2004 - June 2007

Macy's is global brand with annual sales that regularly top $25 billion. They have one of the highest-volume retail direct mail programs in the country, to which I regularly contributed editorial to its covers and spreads.

• Created editorial lifestyle copy, headlines and product descriptions for millions of direct mail pieces per year, including special inserts for Martha Stewart and other featured designers

• Waxed domestic about the benefits of high-end furniture, sumptuous area rugs, luxury mattresses and their respective service programs

Professional MusicianJuly 2000 - May 2004

• Toured in support of the Strokes, Joe Strummer, Blondie, and other high-profile artists

• Played in the first indie band to perform in China

Freelance Writer at Planetary GroupApril 2002 - November 2004

Planetary Group is a boutique artist development firm offering publicity, social media marketing, non-commercial and college radio promotion, and other marketing tactics to independent bands and artists.

• Created editorial content for the company and its roster of bands, including press materials, liner notes, and event collateral for SXSW and CMJ

• Increased efficiency and eradicated inconsistencies throughout the enterprise by creating and publishing the company's first copy style guide

Copy Editor at AlloyJuly 1998 - June 2000

Alloy is the country's largest provider of nontraditional media and marketing services. As an early contributor, I helped develop the brand voice and copy style that paved the way for their rapid growth.